The detail is in the data: The importance of scale and high match rates within Customer Data Platforms
With the digital advertising boom there has come a need for customer data that is reliable, robust and insightful. Tech brands bandy over daily active users and the race for big numbers has been ongoing. News Corp Australia’s recent D_CODED event showcased the importance of consolidating ecosystems and choosing the right data partners to achieve both scale and high customer match rates.
It’s a new world with a lot of global tech players vying for consumer attention. Reach and active user numbers are traded and updated every day.
Any business with a large direct audience base has access to customer data that is inherently valuable, and they all realise it. Any big player can claim a big audience number, but it is meaningless without a high number of those being daily active users or having high match rates. The challenge is providing an easy to navigate pathway that harnesses this data, leading businesses toward the right consumer and helping them achieve real growth.
It’s a world where people have multiple devices and multiple logins, making it hard to understand the user at an individual level. Businesses use a Data Management Platform (DMP) to do all of their customer segmentation and get information about their audiences. However, it doesn’t distil these audiences to the individual level. Cue the Customer Data Platform (CDP) – it knows that a returning customer is a persistent ID – using hashed IDs.
A CDP leans into true people-based marketing – unlike a DMP, the overall audience supplied can be refined to a single individual, attaching all their behaviours, attributes and intentions; becoming incredibly important for frequency capping.
There is a significant opportunity to drive stronger results for your brand when you understand the value of an addressable ecosystem that provides invaluable audiences at scale.
At News Corp Australia, this has led us to consolidate our ecosystem and deliver a CDP in partnership with the Foxtel Group and the REA Group; that brings together all the audiences from across the combined networks under a single ID. And through our audience data partner Near, we can match your customer emails against Near’s 16 million Australian emails and then target your messages to them. The catalyst was recognising that each of the three businesses have strong data capabilities which can be exponentially magnified together, providing deeper, richer and ultimately more beneficial insight to clients.
Competing with Big Tech has never meant such an opportunity. There is great prospect for those willing to capitalise on high customer match rates and robust data.
To find out more about News Corp Australia’s data and insights and how they can help grow your business, contact your News Corp Australia representative or visit newscorpaustralia.com/d_coded for more information.